Music promotion at public libraries in an age of streaming and experience-orientation

The purpose of this master’s thesis is to find out how free music can be promoted in a meaningful manner towards young people living in an age of streaming and experience-orientation. This is achieved by investigating what music library work consists of, and how music streaming is perceived in relation to this. The investigation consists of qualitative interviews with library personnel working with music at public libraries in Sweden. The results show that there is a democratic reason to keep physical media such as CDs, although they are currently borrowed by a limited audience. This indicates a vacuum in terms of offering music free of charge to the entire population. While licencing commercial streaming services could prove too costly and might be regarded as somewhat superfluous, the interviewees in general seem positive towards libraries offering their own service. A library-specific service would ideally promote local musicians and could according to the author put public libraries on the map in a national as well as international sense. In conclusion suggestions are made to consider the value in keeping physical media by putting them in experience-oriented contexts, for example in involving adolescents in active listening and music discovery; regenerate Demoteket by working with it in a digital context; and focus on reaching adolescents by offering musical instruments and putting music in a context where the adolescents are rather than viewing the music department as exclusively an adult section. There is also reason for putting music in historical, lingual and geographical contexts, something that current streaming services lack. Both the physical space and the web can play important parts in exposing the music collection, which should be used as a means for experiences rather than as a goal in itself